CASE: AC Hotel Opens in Jamaica

The first-ever AC Hotel in Jamaica has officially opened its doors in the heart of Kingston. Marriott's design-focused boutique hotel brand has launched its new outpost in Kingston, a 219-room hotel that becomes the second AC Hotel in the Caribbean, along with the AC Hotel in San Juan, Puerto Rico. "The debut of a brand likeACHotels in Kingston will solidify the city's status as a strong city tourism destination," said Jamaica Tourism Minister Edmund Bartlett, who has been pushing for Kingston to grow as a tourism destination. In fact, it's the second new hotel to open in Kingston in a month, along with the newly-launched R Hotel. The hotel includes a pool, two dining concepts; a daily breakfast buffet; a 24-hour fitness center and more than 18,000 square feet of event space. "We are delighted to welcome our firstACHotel to Jamaica, offering travelers a modern aesthetic and intuitive service, as well as an opportunity to slow down and uncover the beauty in the essential while visiting the destination," said Toni Stoeckl, Vice President, Distinctive Select Brands for MarriottInternational, and Global Brand Leader,ACHotels byMarriott. The hotel is the product of a partnership between Marriott International and Sandals Resorts International. "My family and I are determined to play our part in building the economy in the Caribbean. This is a monumental occasion as we venture beyond the beach to establish our firstACHotel byMarriott, said Adam Stewart, Deputy Chairman of the Sandals Resorts International and ATL Group of Companies. "We are excited to work with a global company likeMarriottInternational, while retaining the local Jamaican touch for guests visiting the city." Adapted from: Caribbean Journal Staff https://www.caribjournal.com/2019/06/23/ac-hotel-officially-opens-in-jamaica/

As a Marketing Consultant, you have been asked to advise the Marketing Manager of AC Hotel on how the company can seek to increase the use of their rooms, services and facilities during this period of restriction brought about by COVID-19 global pandemic. The following should guide your advice:

Question: 1. Based on your knowledge of traditional and new media, recommend the best strategy to make awareness among your ideal target market which is business firms in detailed explanation